Wednesday, May 9, 2012

Wendy’s conundrum, continue copy-cat marketing and menu ideation or focus on the customer.

Does
Wendy’s understand that cultivating a brand is more important that managing a
brand? Brands are dynamic not static, they develop and grow with the consumer.
Identifying distinctive differentiated programs, positioning and consumable’s
by day part that reflect the brand, industry trends, consumer preferences is an area that Wendy’s simply has not
excelled. Creating copy-cat menu items
and positioning statements is an area that they of late have done much
better. Note: if you’re going to copy,
pick programs, products and positioning that garners more than trial.

Recycling
c-level marketing team members is another area Wendy’s excels. However those that are successful generally
in-addition bring in Outside Eye’s. Outside
eyes can add new light and assist a company in redevelopment and deployment of
new products and brand positioning. Clearly Wendy’s needs some outside help
identifying distinctive differentiated food consumables, trends, and day-parts
to create a point of or any differentiation.

Understanding
the unique balance between palate, price, pleasure and the consumer’s drive for
qualitative distinctive differentiated new messaging places Foodservice
Solutions® in a select industry grouping The food value proposition equilibrium
for the consumer today balances; better
for you, flavor, and traditional products all blendedinto something with a twist.

Success
leaves clues transformational times require focus and experience with a
qualitative edge. One success clue is Foodservice Solutions® 5P’s of food
marketing: Product, Packaging, Placement, Portability and Price. Consumer choice is driven today by the 5P’s
of food marketing. My tip for Wendy’s is
utilize the 5 P’s when trying to identify distinctive differentiated food
consumables, trends and day-parts.

Foodservice Solutions® specializes in
outsourced business development. We can help you identify, quantify and qualify
additional food retail segment opportunities Foodservice Solutions® of Tacoma WA is
the global leader in the Grocerant niche visit Facebook.com/Steven Johnson,
Linkedin.com/in/grocerant or
twitter.com/grocerant Email:grocerant@q.com